December 31, 2009 6:15:22 PM IST Enkayaar, Bollywood Trade News Network
Continuing with our feature decade in analysis, today's column would like to throw some light in the manner in which the film industry has metamorphosed in the last decade and how strategies have been dovetailed to maximize the revenues in as diverse forms as can be possible.
If the canvas of the Hindi cinema as it has emerged today where to be analyzed, one thing would emerge as a striking motif. World of Hindi cinema has indeed taken a leaf out of its illustrious cousin, Hollywood and has pulled out all stops to mesmerize the audience with the spectacle of the big screen and wherever the spectacle has dazzled it has left the audience gasping with the slogan " Yeh Dil maange more". First initiative of change that has emerged as the recurring motif is the process of digitization of the cinema to curb down the incidence of piracy to the maximum possible extent.
The decade that had gone by was characterized by shoddy production in the initial stages that was subsequently overcome by upgradation by the industry by imbibing cutting edge of technology that made mockery of incidence of piracy. It was also ensured by flooding the markets with plethora of prints as also by releasing the prints of the film simultaneously all across the country at the same time to ensure that the menace of piracy was nipped in the bud.
It was thanks to the upgradation of technology that the Hindi films got a sleek look and a deluxe finish, whereby the NRI segment opened up in a big way and now the segment contributes 50% of the revenue to the coffers. It is on account of this upgradation of technology and the adaptability to international norms that Indian films started making big waves at Oscars and the trend was literally set up by LAGAAN and reached its acme with SLUMDOG MILLIONAIRE. World cinema also stood up and took notice of the diverse form of talent that Indian cinema was blessed with.
Another significant trend that contributed in a big way towards metamorphosis of Hindi cinema was the corporatization of the manner in which the business of cinema was conducted. As a result of this corporatization an element of professionalism has been injected into the functioning of day-today business of cinema and it has also facilitated in improvement in the quality of human resources available with the world of Hindi cinema. More and more talent from the world of advertisement is stepping into the world of Hindi films, and it is this professional breed that is giving new direction to the world of Hindi cinema. Some notables in this category include Rajiv Menon, Prasoon Joshi, Balki, etc.
As a logical culmination of this corporatization new power houses of cinema making emerged that redefined the norms of filmmaking and also gave a new lease of life to small cinema as well, which already was on the deathbed. These new warhorses have also included distribution in their armour to have a coordinated approach towards marketing of the films. Thanks to the initiative new bred of directors and new trends of experimentation have become hallmark of Hindi cinema, and noticeable among these categories are films like IQBAL, A WEDNESDAY, etc. Even mainstream directors are taking initiative to promote off-beat cinema and UTV has emerged as the shinning beacon of this trend.
Last but not the least there has been the two-way flow of professionals from Hollywood into Hindi cinema and vice versa and the platform is indeed been decorated in such a manner that Hindi cinema would reach new frontiers when the next decade comes to an end.